I recently taught a class with my colleague Laurie Foley about marketing with archetypes and one of the topics that generated a lot of questions and discussion was about speaking the language of your audience.
Did you ever tell someone what you thought they wanted to hear?
Maybe you didn’t want to hurt her feelings…
Maybe you didn’t really care…
Maybe you wanted her to like you…or accept you…or approve of you
It’s easy to fall into that trap when you are branding yourself and your business
We are taught in marketing that it’s all.about.you (the audience).
When you focus so much on your audience…you forget about you
As a potential member of your tribe, I want to know about you and your story
Why do you do what you do
What do we have in common
Have you had similar experiences to me
What are your quirks that will either attract or repel me
Show me your personality
Don’t get me wrong; you need to show your audience that you understand them inside and out and that you have the solution they are seeking
You need to speak their language in your way
So…tell me about you